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Hitting the ground running: How SportsShoes.com unified online and in-store

Discover how rapid implementation of Shopify POS created a true unified experience, unifying online and in-store retail for the UK's leading running specialist.

19 March 2026 6 minute read

Shopify

Our impact.

3 weeks

POS integration in just under 3 weeks

90,000+

SKUs accessible via endless aisle model now ranking

Seamlessly

integrated Shopify POS into non-Shopify e-commerce stack.

Founded in 1982 by professional footballer Bruce Bannister, SportsShoes.com has grown from its Yorkshire roots into the UK's leading specialist running and fitness retailer. With an extensive online offering spanning footwear, clothing, and equipment from top brands, the business has built a reputation for expertise, range, and customer trust among runners and fitness enthusiasts.

After more than a decade focused purely on digital, SportsShoes.com set its sights on re-entering physical retail. The vision was to create a connected, experiential space that mirrored the seamless service customers expect online, right in the heart of London's vibrant running community in Shoreditch.

From digital dominance to flagship store

In early 2026, SportsShoes.com announced plans for its first physical store in over 14 years: a 5,000+ sq ft flagship called House of SportsShoes on Shoreditch High Street. The goal was clear: to deliver an unrivalled running experience that bridged online and in-store effortlessly, timed ahead of the London Marathon season.

The challenge was significant: integrate advanced point-of-sale capabilities into an existing non-Shopify e-commerce environment (powered by BigCommerce), while enabling in-store access to the full online inventory of over 90,000 SKUs through an endless aisle model. Speed was critical, with the need to launch quickly to capitalise on seasonal momentum.

A collaborative push for unified retail

To bring this vision to life, SportsShoes.com partnered with Visualsoft, a Shopify Plus agency specialising in unified retail solutions. Working closely together, the teams delivered a best-in-class unified retail environment.

Rapid Shopify POS integration

Despite the complexity of connecting Shopify POS to a non-Shopify online stack, Visualsoft implemented the solution in under three weeks. This created a unified retail system where in-store staff and customers could access the full online catalogue, enabling true endless aisle functionality and consistent inventory visibility.

Seamless customer experience

Shopify POS was selected for its flexibility and intuitive in-store tools, from quick checkouts to expert product information at the point of sale. The integration ensured customers enjoyed the same ease, trust, and personalisation in Shoreditch as they did online, with features like RFID-enabled shoe walls providing instant performance details on screens.

The results: A flagship that lives up to the vision

House of SportsShoes opened in early March 2026 to an outstanding early reception. Customers have praised the service, staff expertise, product information, and overall experience, confirming the success of the unified approach.

The rapid deployment demonstrated that Shopify POS can thrive in complex, non-native environments - delivering real outcomes for ambitious retailers. The store has become a benchmark for unified retail, proving that digital-first brands can expand into physical spaces without compromising performance or speed.

Visualsoft have been great partners. We've worked very closely, both of our teams, in collaboration to deliver this best-in-class omnichannel solution."

Jon Cleaver - Chief Technology Officer, SportsShoes.com

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